Adobe Advertising IDs Used by Customer Journey Analytics
Advertisers with an Adobe Advertising-Adobe Customer Journey Analytics Integration Only
Applicable to Advertising DSP and Advertising Search, Social, & Commerce
Beta feature
Adobe Advertising uses two IDs for on-site performance tracking: the EF ID and the AMO ID.
Adobe Advertising EF IDs
The EF ID is a unique token that Adobe Advertising uses to associate activity with an online click or ad exposure at the individual browser or device level. EF IDs act primarily as keys for sending Analytics data and Customer Journey Analytics data to Adobe Advertising for reporting and bid optimization within Adobe Advertising.
For Analytics, the EF ID is stored in an Analytics eVar or rVar (reserved eVar) dimension (Adobe Advertising EF ID).
For Customer Journey Analytics, the EF ID is stored in the trackingIdentities property of the conversionDetails object, which is part of the Adobe Advertising Cloud ExperienceEvent Full Extension.
EF ID formats ef-id-formats
Google Ads search ads
{gclid}:G:s
where:
gclidis the Google Click ID (GCLID).sis the network type (“s” for search).
Microsoft Advertising search ads
{msclkid}:G:s
where:
msclkidis the Microsoft Click ID (MSCLKID).sis the network type (“s” for search).
Display ads and search ads on other search engines
<Adobe Advertising visitor ID>:<timestamp>:<channel type>
where:
-
<Adobe Advertising visitor ID> is a unique ID per visitor (such as UhKVaAAABCkJ0mDt). Also called the surfer ID.
-
<timestamp> is the time in the format YYYYMMDDHHMMSS (such as 20190821192533 for Year 2019, Month 08, Day 21, Time 19:25:33).
-
<channel type> is the channel type responsible for the click or exposure:
dfor a click on a DSP display ad (display click-through)ifor an impression of a DSP display ad (display view-through)sfor a click on a Search ad (search click-through).
Example EF ID: WcmibgAAAHJK1RyY:1551968087687:d
Adobe Advertising AMO IDs amo-id
The AMO ID tracks each unique ad combination at a less granular level and is used for Analytics and Customer Journey Analytics data classification and ingestion of advertising metrics (such as impressions, clicks, and cost) from Adobe Advertising.
For Analytics, the AMO ID is stored in an eVar or rVar dimension (AMO ID).
For Customer Journey Analytics, the AMO ID is stored in the trackingCode property of the conversionDetails object, which is part of the Adobe Advertising Cloud ExperienceEvent Full Extension.
The AMO ID is also called the s_kwcid, which is sometimes pronounced as “squid.”
AMO ID Formats amo-id-formats
AMO ID Format for DSP
s_kwcid=AC!${TM_AD_ID}!${TM_PLACEMENT_ID}
where:
-
ACindicates the display channel. -
{TM_AD_ID}is the Adobe Advertising-generated alphanumeric ad key. It’s used an unique identifier for an ad and serves as a key for translating Adobe Advertising entity metadata into readable Analytics and Customer Journey Analytics dimensions. -
{TM_PLACEMENT_ID}is the Adobe Advertising-generated alphanumeric placement key. It’s used an unique identifier for a placement and serves as a key for translating Adobe Advertising entity metadata into readable Analytics and Customer Journey Analytics dimensions.
Example AMO ID: AC!iIMvXqlOa6Nia2lDvtgw!GrVv6o2oV2qQLjQiXLC7
AMO ID formats for Search, Social, & Commerce ads amo-id-format-search
The parameters vary by ad network, but the following parameters are common to all:
-
ALindicates the search channel. -
{userid}is a unique user ID assigned to the advertiser. -
{sid}is replaced by the numeric ID for the advertiser’s ad network account: 3 for Google Ads, 10 for Microsoft Advertising, 45 for Meta, 86 for Yahoo! Display Network, 87 for Naver, 88 for Baidu, 90 for Yandex, 94 for Yahoo! Japan Ads, 105 for Yahoo Native (deprecated), or 106 for Pinterest (deprecated).
Baidu
s_kwcid=AL!{userid}!88!{creative}!{placement}!{keywordid}
where:
{creative}is the ad network’s unique numeric ID for the creative.{placement}is the website on which the ad was clicked.{keywordid}is the ad network’s unique numeric ID for the keyword that triggered the ad.
Google Ads
These including shopping campaigns using Google Merchant Center.
-
Accounts that use the latest AMO ID format, which supports campaign- and ad group-level reporting for performance max campaigns and drafts and experiments campaigns:
s_kwcid=AL!{userid}!3!{creative}!{matchtype}!{placement}!{network}!{product_partition_id}!{keyword}!{campaignid}!{adgroupid} -
All other accounts:
s_kwcid=AL!{userid}!3!{creative}!{matchtype}!{placement}!{network}!{product_partition_id}!{keyword}
where:
{creative}is the Google Ads unique numeric ID for the creative.{matchtype}is the matchtype of the keyword that triggered the ad:efor exact,pfor phrase, orbfor broad.{placement}is the domain name of the website on which the ad was clicked. A value is available for ads in placement-targeted campaigns and for ads in keyword-targeted campaigns that are displayed on content sites.{network}indicates the network from which the click occurred:gfor Google search (for keyword-targeted ads only),sfor a search partner (for keyword-targeted ads only), ordfor the display network (for either keyword-targeted or placement-targeted ads).{product_partition_id}is the ad network’s unique numeric ID for the product group used with product ads.{keyword}is either the specific keyword that triggered your ad (on search sites) or the best-matching keyword (on content sites).{campaignid}is the ad network’s unique numeric ID for the campaign.{adgroupid}is the the ad network’s unique numeric ID for the ad group.
- For dynamic search ads, {keyword} is populated with the auto target.
- When you generate tracking for Google shopping ads, a product ID parameter,
{adwords_producttargetid}, is inserted before the keyword parameter. The product ID parameter doesn’t appear in the Google Ads account-level and campaign-level tracking parameters. - To use the latest AMO ID tracking code, see “Update the AMO ID tracking code for a Google Ads account.”
Microsoft Advertising
-
All campaign types:
s_kwcid=AL!{userid}!10!{AdId}!!!!{OrderItemId}!!{CampaignId}!{AdGroupId}
where:
{AdId}is the ad network’s unique numeric ID for the creative.{OrderItemId}is the ad network’s numeric ID for the keyword.{CampaignId}is the ad network’s unique numeric ID for the campaign.{AdGroupId}is the ad network’s unique numeric ID for the ad group.
In the meantime, the legacy formats, as follows, still work:
- Search campaigns:
s_kwcid=AL!{userid}!10!{AdId}!{OrderItemId}!!{CampaignId}!{AdGroupId} - Shopping campaigns (using Microsoft Merchant Center):
s_kwcid=AL!{userid}!10!{AdId}!{CriterionId} - Audience network campaigns:
s_kwcid=AL!{userid}!10!{AdId}
Yahoo! Japan Ads
s_kwcid=AL!{userid}!94!{creative}!{matchtype}!{network}!{keyword}
where:
{creative}is the ad network’s unique numeric ID for the creative.{matchtype}is the matchtype of the keyword that triggered the ad:befor exact,bpfor phrase, orbbfor broad.{network}indicates the network from which the click occurred:nfor native orsfor search.{keyword}is the keyword that triggered your ad.
Yandex
s_kwcid=AL!{userid}!90!{ad_id}!{source_type}!!!{phrase_id}
where:
{ad_id}is the ad network’s unique numeric ID for the creative.{source_type}is the type of site on which the ad has been displayed: b for search, c for context (content), or ct for category.{phrase_id}is the ad network’s numeric ID for the keyword.